To say that Barbie has become omnipresent is an understatement. We are just days away from the release of the Barbie movie, and the Barbie frenzy has been relentless. The film’s trailers have sparked countless memes, parent company Mattel has partnered with over 100 brands to promote the movie, and the film’s aesthetic has led to the rise of the #Barbiecore trend on social media. It is evident that the Barbie movie will most likely be a huge success, given the star-studded cast and renowned director. Despite this, there are some concerns surrounding the Barbie brand, with individuals puzzled as to why society is willing to disregard the doll’s problematic past and view Mattel’s onslaught with rose-colored glasses.
Barbie has faced issues right from the start. The initial designs of the doll in 1959 were based on the Bild Lilli doll, a provocative doll marketed to German men and sold in adult stores. Although Mattel softened Barbie’s appearance, she still ended up with unrealistic proportions that would make it impossible for a woman of her weight and measurements to stand up or menstruate, according to doctors. Barbie has been criticized for perpetuating unrealistic beauty standards and reinforcing gender stereotypes. While Mattel has made efforts to introduce more inclusive Barbies in recent years, such as gender-neutral and diverse options, the company has also played into the narrative at times. For example, in the past, Barbie was sold with a diet book titled “How to Lose Weight: Don’t Eat,” and a talking Barbie famously stated, “Math class is tough.”
It is difficult to determine whether Barbie has had an impact on children’s body image or self-worth. Most studies on the subject have been conducted on small groups of girls and have produced mixed results. Some researchers argue that Barbie is just one of many influences that prioritize thin figures in Western culture, while others criticize these studies, stating that they are skewed as girls become more self-critical during puberty. Even Mattel’s attempts to be more inclusive have faced challenges, such as the wheelchair-using Becky doll who couldn’t fit through the door of the Barbie Dream House.
Despite the criticisms, there are those who defend Barbie, including Mattel itself. They point to Barbie’s progressive and feminist career choices over the years, which have included breaking the plastic ceiling, running for president, and holding various esteemed professions. However, there have been hiccups along the way, such as a book accompanying Computer Engineer Barbie portraying her as needing help from male co-workers to fix a computer virus.
In the mid-2010s, Mattel faced declining sales and interest in the Barbie brand. They took the opportunity to reflect on why Barbie had lost relevance and embarked on a journey to transform the brand and reignite its purpose. Mattel hopes that the Barbie movie will give the brand a boost, although it is too early to gauge its impact. The internet is buzzing with anticipation for the film’s release, and early reviews have been mostly positive. The film has already broken ticket presale records, and a movie version of the doll has sold out.
The stars and director of the film have portrayed it as a tongue-in-cheek exploration of Barbie’s history, the brand’s missteps, and the discourse surrounding the doll. The movie also aims to examine and challenge the patriarchy, with women in charge and an all-female Supreme Court in Barbie Land. Mattel’s efforts to diversify and be inclusive will be reflected in the casting choices. Overall, the hope is that the Barbie movie will leave viewers feeling good about themselves and inspire self-confidence.